Betway launches ‘The Hunch’ in debut campaign with Saatchi & Saatchi

The new campaign brings the notion of Dewa Poker 88 ‘having a hunch’ to life. A hunch is a universal feeling we all know. It’s the feeling that makes being a sports fan exciting, and it’s what makes you stick to your guns when debating a sporting outcome with friends.

The new Betway adverts personify ‘The Hunch’ into an all new brand character, and give sports fans an extra reason to trust their convictions, and bet with confidence. He is a charming, larger than life figure who charismatically occupies a part of every betting punter’s brain.

The adverts begin with groups of friends talking amongst each other, debating which way to bet on the Betway app, whether on top scorers in a game, or a match’s outcome. At the moment of decision, the scene switches into the hero’s brain, and into the office of The Hunch where their deliberations are dramatised.

His office is decked in sporting memorabilia and is populated by teams of brain cells, all helping The Hunch to weigh up which information to trust, and eventually formulate the opinion we follow. When The Hunch reaches his conclusion, we rejoin the scene of camaraderie in real life, and hear the lead character make an assured decision, off the back of their hunch.

The new campaign will roll out across TV with three 30” ads, and will be supported across social, display, radio and print.

Paul Adkins, Marketing and Operations Director at Betway said: “Since we partnered with Saatchi & Saatchi earlier this year, our brief to them was to break away from industry norms, and to build us a creative platform which will enable Betway to fulfil its ambitious global growth program. As part of this journey we found that sports is a social currency, a driver of conversation and debate, and behind it all we discovered the universal human truth behind our gut instinct – ‘The Hunch’. We’re very excited to be launching our ‘Hunch’ campaign which we believe will help Betway cut-through a very cluttered advertising landscape.”

Franki Goodwin, Creative Director at Saatchi & Saatchi London, said: “It’s always a really exciting opportunity, making the first piece of work for a new client, especially inventing a brand new bespoke character. We’ve loved creating The Hunch and getting to know every detail about him. We all can’t wait to take the character further and see how we can develop him as the face of Betway.”

About the Betway Group

The Betway Group is a leading provider of first-class entertainment across sports betting, casino, bingo and poker. Launched in 2006, the company operates across a number of regulated online markets and holds licences in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland. Based in Malta and Guernsey, with support from London, Isle of Man, Stockholm and Cape Town, the Betway team comprises over 1,000 people.

Betway prides itself on providing its customers with a bespoke, fun and informed betting experience, supported by a safe and secure environment. Betway is a member of several prominent industry-related bodies, including ESSA, the Independent Betting Adjudication Service (IBAS) and the Remote Gambling Association (RGA), and is ISO 27001 accredited through the trusted international testing agency eCOGRA. It is also a partner of the Professional Players Federation (PPF) and is a donor to the Responsible Gambling Trust.

Ladbrokes under fire for VIP gambling with stolen funds

UK-listed gambling operator GVC Holdings QQPoker saw its share price fall on Monday following a report into its Ladbrokes brand’s efforts to hide misdoings from UK regulators.

On Monday, the Guardian reported that Ladbrokes paid nearly £1m to five individuals whose money was stolen by a Ladbrokes’ VIP customer who then lost the stolen sums gambling with Ladbrokes. As a condition of this payment, Ladbrokes required the five recipients to “agree not to bring any complaint or make any report to any regulator in relation to the claim.”

A spokesperson for the UK Gambling Commission (UKGC) told the Guardian that the regulator was

“enquiring into this matter to ascertain the full circumstances.” The spokesperson added that it expected its licensees to “to work with us in an open and cooperative way including the need to disclose to us anything which we would reasonably expect to know.”

The Guardian also reported seeing text messages and other evidence indicating that Ladbrokes lavished the VIP customer with perks, including four-figure credits to his gambling account, air travel to attend high-profile sports events and luxury hampers as Christmas gifts.

Worse, texts indicate that a Ladbrokes rep assigned to the gambler’s account made only token efforts to comply with UKGC ‘source of funds’ rules, and continued to shower the customer with incentives during a five-month hiatus from wagering, prior to which the gambler claims to have told the account rep that he was struggling with gambling addiction.

The gambler was reportedly a signatory to the settlement agreement Ladbrokes struck with the victims,

but he said he was breaking the confidentiality requirement based in part on his belief that Ladbrokes “has no respect for their codes of practice.”

The Racing Post quoted a Ladbrokes spokesperson saying it was “a standard provision of such settlement agreements that the parties keep its content confidential.” However, the spokesperson said the company “notified the [UKGC] of this case at the relevant time and will continue to co-operate with our regulator.”

Last week, the Guardian reported that several of the gamblers’

victims were pursuing legal remedies against UK bookmakers William Hill and Paddy Power Betfair, to whom the same gambler reportedly lost a total of over £1.5m in stolen funds. Paddy Power’s role in this debacle was previously detailed in the £2.2m fine that the UKGC imposed on the company in October.

Investors reacted to Monday’s report by pushing down GVC’s share price nearly 5% at the close of trading. The UKGC has dramatically increased regulatory penalties on its licensees this year and Ladbrokes was already being probed for (a) allowing a betting shop customer to take out high-interest loans over the phone in order to keep playing their fixed-odds betting terminals, and (b) violating data protection rules by leaving unshredded customer account records in a garbage bag.


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